56 
8 
y 1 



CALIFORNIA 

WHERE LIFE IS BETTER 




CALIFORNIANS INC. 

HEADQUARTERS: SAN FRANCISCO 



CALIFORNIA 
WHERE LIFE IS BETTER 




THE INCOMPARABLE YOSEMITE 

"Snowy mountains soaring into the sky twelve and thirteen thousand 

feet * * * gardens on their sunny brows, avalanches thundering down their long white slopes, 

cataracts roaring gray and foaming in the crooked, rugged gorges, and glaciers in 

their shadowy recesses working in silence, slowly completing their 

sculpture." — John Muir. 



■ CALIFORNIA 

WHERE LIFE IS BETTER 




California is more 
than a state — // is a country 



CALIFORNIANS INC. 
n 
headquarters: san francisco 

1922 



.0 2,8 



The Great Central Valley lies glowing golden in the sunshine, extending north and 
south farther than the eye can reach, one smooth, flowery, lake-like bed of fertile 
soil. . . . All the seasons of the great plain are warm or temperate, and bee flowers 
are never wholly wanting. . . . The time will undoubtedly come when the entire 
area of this noble valley will be tilled like a garden, when the fertilizing waters of 
the mountains, now flowing to the sea, will be distributed to every acre, giving rise 
to prosperous towns, wealth, and the arts. john muir. 

Driving along through these enchanting scenes I had a grander dream. I saw a 
more beautiful race in possession of this Paradise — a race in which the best sym- 
metry and grace of the Greek was partially restored; milder manners, better reg- 
ulated impulses, and a keen appreciation of the arts which enrich and embellish 

life. BAYARD TAYLOR. 



Copyright, 1922, by Calijornians Inc. First printing November, 192 
Printed by Taylor & Taylor, San Francisco 

©CUG93605 

4 



^ FOREWORD 

■^ /f" California is a constant challenge to the imagination and to the 
- (I creative impulse of man. A country of countless scenic marvels, one 

3 ^4_^thinks of it with a kind of awe, as of a thing seen yet too extraordinary 

lo to be wholly believed in. Hence the difficulty of conveying by means of the 

(^ written word any sense of these wonders. If California seems legendary to her 

v own sons, what must she seem to the distant stranger.^ 

From the standpoint of material productivity, California is equally amazing. 
The country is teeming with life. Sun and soil cry a perpetual invitation to 
man to join with them in creative partnership. And as yet this invitation has 
been very inadequately responded to. In spite of the half-billion dollars' worth 
of fruit and grain and vegetables that California produced in 1921, the poten- 
tiality of luxuriant nature still dwarfs the puny enterprise of man. The census 
of 1920 lists California's population as approximately three and a half millions. 
There is room, ample room in California for thirty millions. 

Not only room, but need. California cannot fulfill her manifest potentialities 
until many new millions have been added to her present population. The hard- 
sledding pioneer phase is past. There remains the task of building, in this garden 
of the West, a proud and rich civilization which will be in some measure an 
answer to the opulent challenge of nature. Life today in California is on the 
whole freer, richer, happier in all probability than it is anywhere else in the 
world. What life can be tomorrow, and the day after tomorrow, if man does well 
his part where nature has been infinitely prodigal, is something that can scarcely 
be contemplated without a catch of the breath. 

Californians Inc. invites you to come and enjoy this free and vivid life of the 
present, and to join in building the greater California of the future. 

This booklet, like the map on the following page, is only a general outline of 
California and what it offers you. It is impossible, briefly, to tell you of all 
the resources and advantages of the many beautiful, progressive, and prosperous 
cities and towns and counties which make California what it is. But we have 
detailed information concerning all of them. 

We suggest that you write us for the specific information of which you, as a 
tourist, a business or professional man, a home-seeker, a prospective farm-settler, 
stand in immediate need. You may write to Californians Inc. with confidence. 
The organization is the outcome of the desire of hundreds of business firms, 
associations, and individuals to establish for the state an impartial, non-profit- 
making body for the dissemination of exact, unprejudiced, authoritative facts. 
Whatever your problem or desire in regard to California, Californians Inc. will 
endeavor to answer it intelligently and sympathetically. 




:'-^^^M^/ 



V-f DIABIO 
SAN FRANCISCO 

AND BAY CITICS 



^ NSTLCARK tjly 




SAN Dieco 

NAVAL 
BASE 



SCENIC MAP O 

The magnitude and complexity of California are best under- 
Stood by a visualization of the major topographical elements. 
The Great Valley of California comprises an area of over 
twelve million acres, sheltered from the sea-winds by the Coast 
Range with its numerous fertile valleys, and watered by the 
melting snows of the Sierra Nevada mountains — a vast agri- 
cultural bowl in which grow every plant and tree native to 
the temperate and semi-tropical zones. The Great Valley is 



F CALIFORNIA 

drained by the Sacramento and San Joaquin rivers, which 
meet and flow together into San Francisco Bay, the natural 
port of all this marvelously rich region. North of the great 
central basin is northern California, with dense forests, rugged 
valleys, and the Siskiyou mountains at the Oregon line. South 
of the Great Valley is southern California, the Sierra Madre 
mountains separating the great Mojave Desert from the Im- 
perial Valley and the beautiful region along the coast. 



CALIFORNIA 
WHERE LIFE IS BETTER 



WHY IS A CALIFORNIAN? 

Why is a Calijornian such an astonishing phenomenon to the uninitiated and uncomprehending 
outlander? What visiofi have they seen that makes these Calijorniayis not merel\ contoited citizens 
of a prosperous commonwealth, but missionaries, crusaders, impassioned bearers of glad tidings 
to the dwellers in less favored portions of America and of the world? 




^FTEN Eastern triends, irked by the 
I monotonous paeans of praise sung by 
the residents of the land of sunshine 
and flowers, are moved to ask such questions 
as these. But they are never completely an- 
swered until the questioners themselves come 
to Calitornia. Then the mystery at once be- 
comes plain. 

For example, suppose that, having entered 
California by one of the passes across the 
Sierra through which the caravans of the 
pioneers once hewed their way, you are trav- 
eling by automobile from Sacramento, the 
state capital, to San Francisco. It is the end 
ot the summer, and the smooth contours of 
the bare brown hills that slope and swell 
about the base ot Mt. Diablo are like waves 
of the sea rolling endlessly into the distance. 
You stop to examine an ancient weathered 
road-sign pointing north. It says, simply, "To 
Seattle." 

Suppose that next day you are climbing the 
Sausalito hills that overlook the Golden Gate, 
with the splendid amphitheater of the bay on 
one side opening out upon the blue expanse of 
the Pacific on the other. Carved on the rock 
you may see a hand pointing west, and be- 
neath it the words, inscribed by some whimsi- 
cal hiker, "To China." 

As Californians, we submit that these 
things not only indicate a unique attitude 
toward matters of geography, but that they 
symbolize fairly and truly a certain freedom, 
a certain Homeric sweep and simplicity, 
which Californians, responding inevitably to 
the stimulus of their magnificent landscapes, 
come to share in common. 

A Calitornian is a person who has acquired a 



new scale of values, a new sense ot lite. Note 
that the most rhapsodic Californians are not 
necessarily Native Sons, but newcomers of 
one, two, or three years' residence. A Cali- 
fornian is a human being who, after years of 
struggle with a less bountiful Mother Nature, 
suddenly finds his fundamental adjustments 
to lite eased, relaxed, rendered incomparably 
more pleasant and advantageous. If he is a 
particularly hard-bitten individual, if life 
elsewhere has treated him harshly, it may 
take as long as half a dozen years before he 
tuUy appreciates his improved estate. Then 
he begins to unbend. He is kinder, both to 
himself and to his neighbors. He discovers, 
often with a kind ot na'ive bewilderment, what 
a fine and gracious thing lite can be. 

Seeing California's fertile valleys pour forth 
their almost incredible abundance, he loses his 
distrust ot life, and taps resources of confi- 
dence and enterprise that he scarcely knew he 
possessed. He dreams large romantic dreams, 
and then sets to gaily and makes them come 
true before the eyes of an astonished world. 

The Californian inherits a natural domain 
unparalleled in wealth and beauty. He is rich 
in all the essentials ot life, and rapidly grow- 
ing richer. He is happy. He wants everybody 
to know about it. There is nothing very com- 
plicated about the Calitornian's psychology. 
He is merely showing the effects of an unac- 
customed fulness of heart. And the strangest 
part about the gorgeous tales he tells, is that 
almost all of them are true. 

CONCERNING CLIMATE 

This includes the tales about the climate. The 
average Californian's attitude on this point is 



WHY IS A CALIFORNIAN? 




Climate is important in its ejfect on human happiness, as 
well as on agricultural and industrial productivity. The 
metropolitan cities of California enjoy a larger number of 
clear, sunshiny days during the year as well as a lower 
range in changes of temperature than any other of the 
metropolitan cities of America. The graph shown above 
pictures the days of sunshine during the year in representa- 
tive cities of the United States. 

likely to be brutally frank. He will tell you 
that he cannot understand why anybody 
should live in a country where it is always 
either too hot or too cold, where one never 
knows when it is going to rain, snow, or hail, 
where one is forever subject to such sordid 
vicissitudes of climate as having one's feet 
wet, one's ears frozen, or one's collar wilted. 
If you reply that this, after all, is life, he will 
answer crudely enough that it isn't T'he Life; 
furthermore, that he sees no virtue whatever 
in being alternately baked and frozen, rained 
on and snowed under, no matter how stoically 
these miseries are endured. 

The detailed statistics of climate give only 
a faint idea of what it means in comfort and 
happiness. Picture to yourself what a differ- 
ence is made in your habits, your moods, your 
whole adjustment to life, when you know that 
for at least four months of the year — from 
June I St to October i st — no rain will fall. You 
are emancipated from the tyranny of the gum- 
sljoe and umbrella. You can drive your car 
into the country without the thought of top 
or side curtains. You can camp for the night 
and sleep on the ground, with no other pro- 
tection against the dew than the overhanging 
branches of a redwood tree. Very kind, very 
indulgent is our gentle Mother Nature in 

«!2=5 



California. Her joyous lyric moods predomi- 
nate, even during what we call our winter. 
During these months, while the rain is paint- 
ing those long brown hill-slopes a delicate 
green, varied by the blue larkspur and the 
gold of the poppy, three out of five mornings 
are jubilant with warm sunshine; three out of 
five nights are starry and clear. It is only dur- 
ing the months of January, February, and 
March that rainy days are frequent. There is 
no winter at all in the eastern sense. 

Nature sets the key in which we play life's 
music. And here the key is a vigorous major. 
You can scarcely h^blasexn California. Sooner 
or later the rhythm of the warm earth and the 
blue sky will possess you; you will become 
simple again, and you will love the taste of 
life in spite of yourself. 

A SAN FRANCISCO HILL-DWELLER 

If the love of cities is embedded in your na- 
ture, you will find San Francisco (taking this 
city for an example ot California life) endless- 
ly fascinating, both in the picturesqueness of 
its scenery and in the gay and colorful life of 
its cosmopolitan population. 

In San Francisco we live on the tops and 
on the slopes of seven — or is it eleven.'' — hills, 
as we call them in California. Elsewhere they 
might be called mountains. Our living-room 
windows, our sun-rooms and sleeping-porches 
look out upon the southern peaks, or upon the 
western ocean, or north and east across the 
bay to the peak ot Mt. Tamalpais and the 
blue wall of the Berkeley hills rising up 
toward Mt. Diablo in the distance. Probably 
more of us live on intimate terms with ocean 
and bay and mountain than any other urban 
population in the world. 

You will find very few slum-dwellers in San 
Francisco, or, for that matter, in any other 
California city. You will even have difficulty 
in finding the spectacled Mr. Common Peo- 
ple, or the Tired Commuter, or any of the 
other down-trodden twentieth-century types 
for whose woes the caricaturists have caused 
our hearts to bleed. 

Consider the average San Franciscan re- 
=?J* 



SAN FRANCISCO AND THE BAY CITIES W-^ 
California Street, where much of CaUfornia's financial and business life centers, is the Wall Street of San Fran- 
cisco. It is estimated that fifty million people annually pass through the Ferry Building, whose tower is shown 
rising above the water-front at the center of the picture. At the left is Goat Island, on which the Naval Station 
is located, while on the farther shore are the communities of Berkeley, Oakland, and Alameda, all of which con- 
tribute largely to the commuting population of San Francisco. The peak in the distance is Mt. Diablo. 



it' .-"s^ 



!...„, J[ J 



J i 




m 


m 




1 


. an. ' 


i> < 


» : 


Li 


• 


bni 







WHY IS A CALIFORNIAN? 



turning to his home at five o'clock on a week- 
day- It the street car is crowded, he waits for 
the next one. He is neither particularly tired 
nor particularly hurried. Perhaps he stops to 
make a purchase at the corner flower-stand. 
(San Francisco buys more flowers per capita 
than any other city in the world. The down- 
town streets are gay with flower-stands every 
month in the year.) Twenty-five cents — or 
"two bits," as we say in California — buys an 
armful of flaming marigolds. Tucking them 
under his arm, our San Franciscan secures an 
outside seat, the better to see the view (it is 
never too cold to sit outside), and the car 
clangs with him up and down the steep hills 
to his home. The trip is as jolly as a ride on 
the roller-coaster, and as much unlike the 
ordeal of the subway or elevated journey as 
one can imagine. 

Another way of going home is by automo- 
bile, and there are many thousands of San 
Franciscans who elect this mode of trans- 
portation between home and office. Ride with 
one of these automobile commuters up the 
boulevard that circles Twin Peaks, and you 
will see San Francisco spread like a gaily 
patterned robe over the hills and valleys on 
which the city is built. 

Market Street, a wide white line drawn 
due east from Twin Peaks into the bay, 
divides this robe into two parts. To the right 
is "the Mission," a sheltered and sunny dis- 
trict centering around the ancient Mission 
Dolores, and extending down to the bay, 
where half a dozen great warships ride at 
anchor in Man-o'-War Row. 

To the left is Telegraph Hill, from whose 
top the forty-niners once signaled the arrival 
ot the ships coming in from around the Horn. 
Today a radio broadcasting station records 
the daily comings and goings of a vastly 
richer and more intricate life of the sea: the 
deep-lunged liners steaming slowly in through 
the Gate and warping up beside the great 
pier-warehouses at the Embarcadero; the 
storm-beaten Alaska fishing fleet anchored in 
China Basin; the little blue-and-white power 
boats of the Italian fishermen at Fishermen's 
Wharf; the square-rigged lumber vessels 




SAN LOS 

TKAN CISCO ANOELES BOSTON NEWVOBK PHILADELPHl* SI LOUIS ClIICACO 

?3.371 J 2.974 H,U~ ^1.775 H,bbO S 1.330 Sl,'i(M• 



S^- 



San Francisco ranks high in per-capita wealth {see graph 
above), in per-capita savings {68% greater than the average 
for the United States), and in per-capita bank deposits 
{78% greater than the United States average). San Fran- 
Cisco's monthly spending capacity is $J5J,o§o,ooo — the 
highest among America's leading cities. 

lifting their tall spars in the cove between 
Sausalito and Belvedere. 

On the southern slope of Russian Hill, 
Chinatown may be distinguished as a long 
line of flaring gilded roofs and ornamented 
balconies extending from the Latin Quarter 
half-way to Market Street. Farther along the 
bay shore the cliffs rise steeply, and a huge 
ridge, castellated for miles with villas built 
into its sides and along its crest, stretches 
clear to the ocean. On the rich green that 
carpets the crest of this ridge, with fresh 
breezes always blowing, and with bay and 
ocean and mountains all about them, the 
golfers of the Municipal Golf Links may be 
seen playing through a season that lasts 365 
days of the year. 

Inland are the pleasant residential districts 
of Sunset and Richmond, bordering a four- 
mile wood which is Golden Gate Park. On 
the other side of Twin Peaks are other resi- 
dential parks with curving streets and foun- 
tains among the eucalyptus groves that 
clothe the smooth, sunny hill -slopes stretch- 
ing down to the sea. 

COMMUTING DE LUXE 

Consider the commuter crosssing the bay to 
one of the suburban communities in Contra 
Costa, Alameda, or Marin counties. Again 
you look in vain for the harassed brow and 
the bent shoulders of the comic-supplement 
03» 



-<-^ THE PORT OF SAN FRANCISCO 



It is probable that San Franciscans live on more intimate terms with ocean and bay and mountain than any other 
urban population in the world. (V) Shows the middle section of the city as it appears looking north across the 
great Presidio Reservation to Mt. Tamalpais beyond the Golden Gate. (2) Shows some of the modern piers 
along the Embarcadero, with part of the Pacific fleet at anchor in the bay. 



12 



WHY IS A CALIFORNIAN? 




p^^m^ ^ 



NEW NEW SAN 

YORK BOSTON ORIEANS CHICAGO FRANCISCO 

11.7% 18.5% 13J% 27% 17.4% 



In home ownership, perhaps the best itjdex of stable pros' 
perity, San Francisco stands high among American cities, 
as indicated by the graph above. In addition San Fran- 
cisco shows the smallest proportion oj mortgaged real estate 
(only i8%) and a low average of persons per dwelling 
(California, 4.4'7o; United States average, 5./%). 

commuter. Instead, you are likely to see a 
brown and healthy-looking individual pacing 
the rear deck of the ferry-boat and treating 
himself liberally to the delights of contem- 
plating San Francisco Bay. 

The air is brisk but not too cold. The sun 
is setting in the Golden Gate with its usual 
lavish splendor. The evening shadows are 
creeping up the slopes of Mt. Tamalpais. The 
contours of the brown hills are ample and 
flowing. The chances are that our commuter 
friend is on his way to a bungalow tucked in 
a cleft of one of those hills. It is scarcely fifty 
minutes' journey by ferry and train from his 
office, yet it is deep in the peace of the country. 
Slim young redwoods stretch cool shadows 
along the walk, and the red berries of the ma- 
drona make a splash of autumn flame above 
the door. Back of the house there is a flourish- 
ing orchard of prune and apricot and peach 
trees, and perhaps a vegetable garden. And 
there are flowers everywhere — a tangle of 
roses over the sleeping-porch, a cool drift of 
Shasta daisies under the windows, and a bril- 
liant tapestry of marigolds, zinnias, and a 
score of other flowers spread across the yard. 
(In California you will find almost all the 
flowers you know in the East, transformed in 
size and beauty by the more favorable con- 
ditions of soil and climate.) 

When the deer season comes around it is 
«e=5 — 



quite conceivable that he may hike a few 
miles into the hills back of his house and 
bring back a sizeable buck. 

If you get on terms of intimacy with this 
typical suburban householder, he will tell you 
that his house and lot cost him under six thou- 
sand dollars, that the produce of his orchard 
and garden goes a considerable way toward 
feeding his family, that business is good in the 
city, and that he is saving enough every month 
so that in a few more years he will be inde- 
pendent. He says this in a tone of quiet self- 
satisfaction. Yet he is not precisely smug. He 
is merely on top and sure of himself, materi- 
ally and psychically. And there are thousands 
like him everywhere in California. 

You will find them in the cities and on 
the ranches, in the north, in the south, in 
the interior valleys — in every corner of this 
huge state. You will find them in every oc- 
cupation and in every class of society — it is 
a state of being we are describing, not a state 
of finance. 

You will find them, tor example, assem- 
bled in convention at one of the hundreds 
of such gatherings held annually in all the 
agricultural counties of the state, and you 
will be impressed at the energy and dispatch 
with which these farmers and orchardists 
attack their common problems. 

You will find them gathered in town halls 
discussing questions of town-planning, recre- 
ation centers, schools and public health, and 
displaying a degree of imagination and en- 
terprise scarcely to be found in older com- 
munities where the lines of life have set and 
hardened. 

You will find them in their playtime mo- 
toring in the mountains or camping in the 
more remote stretches of wilderness with 
which the state still abounds, and you will 
note the intelligence with which they employ 
their leisure. 

A common quality unites these Califor- 
nians — a disposition to ask more of life than 
the average run of mankind, and, moreover, 
a cheerful determination to achieve what 
these new standards demand. 



«?!* 

FROM THE MOUNTAIN TO THE BAY m-^ 

This picture, taken from the top of Mt. Tamalpais, shows the "double bow-knot" of the Mt. Tamalpais and Muir 
Woods Railway, the suburban communities of Marin County scattered among the foothills, and in the distance 
glimpses of the cities of San Francisco Bay. Muir Woods, a magnificent grove of redwood trees, named for the 
great naturalist, is located in a canyon at the base of the mountain, less than two hours' journey by ferry and rail 
from San Francisco. 




^.illlBgy^. 



"% #**>: 



^4g#-* J 



p L^mn 






^^S^i^ 




^^^^HIWW^B^^^P^ ■ 


^B3M- 'ri'-r'i 


^BSSKSESti^'- '' '"^ 


m ¥1 


* ■ .■' % -i : '-/J -V. 


WgF^'' f^ 


- '^^^S^BB^^flf/^ 


^Awf, 








^■^^^ 








^,'^ 


^'•*';'' 'f"-*^ '". 




■^^^■^K^wrT^KwMRm,_«lE&A^B 


;^. ->.^: 


mmK^Km 


..ki^.. 


g^i^^-^'-^r^ 


Mf *'^'^. 


■M^..^.:.^'" 




'^^^ 




■, ar-!t;R,«-J-.55SMi 


^^. 


i^ iSU^^Hf^l 




'""■>'^ '■ , ■ . :, - " '■ 


--:^ 






'■■'Cr'l^, ':■■: ' 




1 ;^^.:sgE^9 


- 


* ' ' '■ •■w"'*^^^'^'^'*' ^^ 


":* >^-J: 


•"'"-IMT 




"^^ •■ 


;U-5v&:t/'* 




^Kg'^ ^li^ 


^ 




»y^ ^'tH 


"^■^^^^'. '^ans 






^yljj 


wiSkiLj^n^K^iS*., « 


-^ 




^HP^^^^ r^sa^l^F 






•«*" - w^ 










_,^^BII^^^^^M 




^^^^^BIII^E*^- ■*!& ' 


^ 


^--2^".^^ 



->*- 




CALIFORNIA: WHERE LIFE IS BETTER 



15 



FROM THE AIR 

California has fifty-eight counties, each one of which esteems itself for one reason or another the 
most desirable county in California. And each one has little difficulty in compiling a considerable 
body of evidence to prove its case. Eventually you may want to examine this evidence in detail. 



MEANWHILE, however, we propose 
a simple and efficacious means by 
which you may escape this Babel of 
sincere but confusing local prides, and for the 
moment gain a somewhat more detached view 
of the whole. We propose that you board an 
aeroplane at Crissey Field, the government 
aviation grounds in the Presidio ot San Fran- 
cisco, and let us take you on an aerial sight- 
seeing trip. You will sometimes descend low, 
and sometimes mount above the clouds. And 
you will see and hear much or little, at the 
impartial caprice of the aviator. . . . 

The aeroplane soars into the air above the 
Golden Gate, and the seals on the rocks be- 
side the Cliff House lift their heads to bark 
through the foam. The machine swerves and 
sails southward down the peninsula, between 
bay and ocean. On the right are the cliffs and 
sands of a rugged and broken ocean front. 
Near Half Moon Bay begin the artichoke 
fields. Practically the entire supply of this 
vegetable comes from a restricted area along 
the coast. Inland is a chain of small lakes 
lying like a string of sapphires set in the mat- 
rices of the golden hills. Still farther inland 
are the red tile roofs, the eucalyptus-lined 
avenues, and the green lawns of one of the 
most beautiful residential districts of Am- 
erica — the strip of sunny rolling country 
which includes San Mateo, Burlingame, 
Hillsborough, Redwood City — fashionable 
suburban towns. At Burlingame a polo-game 
is in progress, and in the hills above the 
town a group of sportsmen is riding to the 
hounds. Farther south one sees the spacious 
wooded grounds and the mission architecture 
of Stanford University at Palo Alto. Here 
begins the Valley of Heart's Delight. If it is 
spring, you will look down upon a billowing 
sea of blossoms covering a valley-floor twenty 
miles wide and forty miles long, and foaming 
up into the clefts of the blue hills on either 



side. This is the Santa Clara Valley, whence 
comes nearly half of the nation's supply of 
prunes. Four months later, when the harvest 
is being gathered, you would look down upon 
acres of blue, where the prunes are drying, 
and other acres of golden apricots. And if you 
should walk through the orchards at this 
time, you would be intoxicated by a fragrance 
that quite passes description — the rich smell 
of the sun-ripened fruit. 

The ribbon of the State Highway cuts this 
valley from end to end, following the route 
of the ancient El Camino Real (The King's 
Highway), running from San Diego to San 
Francisco, along which Junipero Serra over 
a century ago established his chain of mis- 
sions. Santa Clara University, near San Jose 
and opposite the white dome of the Lick 
Observatory on Mt. Hamilton, includes in 
its grounds the site of one of those early 
missions. 

Continuing south, we pass over the beach 
at Santa Cruz and out across the Bay of 
Monterey to the town of that name, the 
capital of California during the Spanish oc- 
cupation, near which are located the Hotel 
Del Monte and other popular tourist resorts. 
It was at Carmel, near a clean white-sanded 
river a few miles from Monterey, that Father 
Serra rang little silver bells among the trees 
and called the Indians to witness the conse- 
cration of one of the earliest of the California 
missions. Carmel is now an art colony, 
whence issues the work of some of our best- 
known American painters and writers. 

Bearing south and east, our aeroplane 
crosses the Salinas River Valley. A cloud of 
dust is seen rising from a field near Salinas. 
A rodeo is in progress, in which cowboys and 
cowgirls from all over the West compete an- 
nually in roping and bull-riding. The wide 
green spot just outside the town is a straw- 
berry patch of a hundred acres. Strawberries 



-2?!« 



-<-m DOWN THE PENINSULA 

Many of the most beautiful country estates in California are located in the vicinity of Hillsborough, Burlingame, 
and San Mateo — delightful suburban towns built among the eucalyptus and oak groves of the sunny rolling country 
between the ocean and the bay. (T) Typical peninsula residence. (2) Polo game. (3)Golf^365 days in the year 
in California. (T)The central quadrangle of Stanford University at Palo Alto. 



i6 



FROM THE AIR 




California, with a population of less than three and a halj 
millions, occupies an area equivalent to the territory occu- 
pied by the states on the Atlantic seaboard extending from 
Maine to South Carolina, and inhabited by 2g,662,o^ji 
people. 

bear from April to December in California. 
Following the line of the Salinas River, we 
sight the almond groves of San Luis Obispo 
County, historically one of the oldest coun- 
ties of the state, known as "the bishop's gar- 
den." The missions at San Luis Obispo and 
at San Miguel, close to the curative springs 
of Paso Robles, are among the most inter- 
esting relics of the Spanish occupation. Port 
San Luis, to which run the pipe-lines from 
the Santa Maria and San Joaquin oil-fields, 
is one of the largest oil-shipping ports in 
the world. A few miles south Pismo Beach 
stretches its twenty-two-mile crescent of 
white sand — said to be the second largest 
beach in the world. 

THE EMPIRE OF THE SOUTH 
At the southern corner of San Luis Obispo 
County the Coast Range joins the Sierra, 
which at this point swings a granite barrier 
straight across the interior basin. Joining the 
squadron of the eagles that soar in the blue 
air above the Tehachapi Pass, we look south 
upon a country larger than the State of Ohio, 
richer than the Indies, and magnificent in its 
stupendous contrasts of mountain, desert, 
and fertile valley. 

To the east the snow-capped summit of 
Mt. Whitney — the highest mountain in the 
United States — rises 14,522 feet above sea- 
level. At its base the flowing sands of the 
desert are darkened by a strip of rich ver- 

«fe 

SPRING IN THE "VALLEY OF HEART'S DELIGHT" m->- 
A billowing sea of blossoms covering a valley-floor twenty miles wide and forty miles long, and foaming up into the 
clefts of the blue hills on either side. The famous blossom festival at Saratoga is usually held toward the end of 
March, when less fortunate regions of the United States are still held in the grip of winter. Nearly half the nation's 
supply of prunes comes from the Santa Clara Valley. 



dure, which the farmers of the fertile Owens 
River Valley, by means ot irrigation, are 
steadily widening. Two ranges beyond, the 
land drops down into the burning sink of 
Death Valley, 422 feet below sea-level, where 
a temperature of 134 degrees Fahrenheit has 
been recorded. 

To the west are the oil-derricks of Ventura 
County, and, beyond, the blue Pacific and 
the islands opposite the beautiful playground 
city of Santa Barbara. 

To the south lies the rapidly developing 
region of orange and lemon groves, vineyards, 
and oil-fields tributary to Los Angeles. 

If you look closely, you may even be able 
to see a papier-mache village being destroyed 
or a mimic battle being fought on the mo- 
tion-picture "lots" at Hollywood. 

It is hard to realize that it was scarcely 
forty years ago that a Calitornia inventor by 
the name of Muybridge is said to have per- 
fected the first successful motion picture, 
thereby satisfying the whim of Senator 
Leland Stanford, who wanted to prove to 
his friends that when his favorite trotting- 
horse was in action all four legs left the 
ground at once. 

At the extreme southern edge of the state, 
in the interior, stock-raisers, orchardists, and 
melon-growers of the Imperial Valley, where 
the soil is fifty feet deep, have drawn enough 
water from the Colorado River to nourish a 
garden forty miles long and constantly wid- 
ening, with abundant crops ripening every 
month in the year on land that was formerly 
only cactus-tufted sand. And on the seaside, 
forty miles north of the Mexican border, is 
the sunny paradise which is San Diego, with 
its excellent harbor and beautiful curving 
beaches, and its oldest of the missions — "the 
place where California began." 

THE GREAT VALLEY 

We can afford but a glance at this vast do- 
main, however, for we must turn north again 
to see the greatest wonder of all — the Great 
Central Valley of California, including the 
combined valleys of the Sacramento and the 
San Joaquin, which stretches from the Te- 
a^ 



FROM THE AIR 



19 



hachapi north to the foothills of Mt. Shasta, 
a distance of over four hundred miles, and 
which includes over i2,ooo,ck)0 acres of the 
most productive land in the world. Let John 
Muir, who knew and loved the mountains 
and plains of California better than any 
other man, describe this, "the grandest and 
most telling of California landscapes": 

"The Great Central Valley lies glowing 
golden in the sunshine, extending north and 
south farther than the eye can reach, one 
smooth, flowery, lake-like bed of fertile soil. 
Along its eastern margin rises the mighty 
Sierra, miles in height, reposing like a 
smooth, cumulus cloud in the sky, and so 
gloriously colored and so luminous, it seems 
to be not clothed with light, but wholly com- 
posed of it, like the wall of some celestial 
city. Along the top, and extending a good 
way down, you see a pale, pearl-gray belt of 
snow; and below it a belt of blue and dark 
purple marking the extension of the forests; 
and along the base of the range a broad belt 
of rose-purple and yellow, where lie the 
miners' goldfields and the foothill gardens. 
All these colored belts blending smoothly, 
make a wall of light ineffably fine, and as 
beautiful as a rainbow yet firm as adamant. 

"All the seasons of the great plain are 
warm or temperate, and bee-flowers are 
never wholly wanting; but the grand spring- 
time — the annual resurrection — is governed 
by the rains, which usually set in about the 
middle of November or the beginning of 
December. 

"The rainy season is by no means a 
gloomy, soggy period of constant cloudiness 
and rain. Perhaps nowhere else in North 
America, perhaps in the world, are the 
months of December, January, February, 
and March so full of bland, plant-building 
sunshine. The winds, which in settled wea- 
ther come from the northwest, veer around 
into the opposite direction, the sky fills 
gradually and evenly with general cloud, 
from which the rain falls steadily, often for 
days in succession, at a temperature of torty- 
five or fifty degrees. 
«2b 




The Jour and a quarter million acres of irrigated lands in 
California in igig represents an increase of ioj6 per cent 
over the irrigated areas of iSSo, and is only one third of the 
twelve millions of acres capable of irrigation. 

"The time will undoubtedly come when 
the entire area of this noble valley will be 
tilled like a garden, when the fertilizing 
waters of the mountains, now flowing to the 
sea, will be distributed to every acre, giving 
rise to prosperous towns, wealth, and the 
arts." 

WEALTH FROM SNOW-WATER 
If the great naturalist were still walking the 
trails of his beloved Sierra and looking down 
upon the plains, he would see his dream pro- 
gressively coming true. 

All up and down the valley the green strip 
is widening, as the rapid development of 
irrigation projects brings the life-giving water 
into the fields. In 1921 California had 67,391 
farms under irrigation — an increase of 71.3 
per cent over 19 10. Nearly 8,000,000 acres 
are included in irrigation enterprises, and 
over 4,200,000 acres are being served. 

Yet California has barely begun to tap her 
immense resources of water, both for irriga- 
tion and for power. 

Sixteen important rivers have their sources 
in the clefts of the Sierra, and drop, many of 
them a distance of over a mile, before they 
pour their waters into the Great Valley. Each 
of these rivers is a potential source of water 
for irrigation and power. In winter, standing 
before the door of his house in his shirt- 
sleeves, the farmer of the Great Valley watch- 
es the snow swirling about the far peaks 
of the mountains. Those unfailing blizzards 
03* 



-<-^ MEMORIES OF MISSION DAYS 
Monterey, capital of California during the Spanish occupation, and the country round about it are still largely 
Spanish in architecture and in atmosphere. (V) Pinnacles National Monument. (2) Old Customs House, Mon- 
terey. (3) Mission at San Juan Bautista. (J) On the road to the Santa Cruz big trees, (o) Bull-riding, a feature, 
of the annua] rodeo at Salinas. 



20 



FROM THE AIR 




W00-1910 



1910-1910 



CALIFORNIA 
11.6 



U.S.A. 
10.9 



CALIFORNIA 



USA 
1.4 



In the decade preceding i()iO, California s farms increased 
in number twice as fast as the United States average. Be- 
tween i<)io and ig20 they increased twenty-four times as 
fast as the United States average. {Percentages of increase 
pictured above ^ 

are his bank account. The snow-capped peaks 
of the Sierra are not only the glory of Cali- 
fornia's scenery. They are the guarantee of 
her agricultural prosperity and of her future 
industrial greatness. 

THE PATTERN CHANGES 

From year to year the gold-and-green pat- 
tern of the Great Valley changes. For man is 
at work here on a tremendous scale, and the 
very landscape itself is transformed at his 
will. Thirty years ago the valley was one 
gigantic grain-field flowing molten at the 
harvest season with the gold of waving 
wheat. Henry Miller, the picturesque mon- 
arch of this vast domain, came to California 
from his native duchy of Wurtemburg, and 
worked first as a butcher-boy trudging up 
the San Francisco hills with a quarter ol beef 
on his back. Before he died, it is said that he 
could ride his horse from the Oregon line to 
the Mexican border and sleep every night on 
his own property. 

All that is changed today. The great es- 
tates are being split up. The units become 
smaller every year. The pattern of the land- 
scape, as well as the pattern ot lite itself, 
grows more intricate in the Great Valley. 
At the southern end of the San Joaquin Val- 
ley, the area marked "Tulare Lake" on the 
map shows as a wide patch of green, out of 
which rise the cone-topped cylinders of great 
t-Cs 



silos. These are the fields of alfalfa growing 
deep^and lush on the fertile soil where the 
lake once was. Seven crops of alfalfa a year 
is not an unusual phenomenon in California. 
There are over five hundred thousand acres 
of alfalfa in that portion of the Great Valley 
tributary to the San Joaquin River. This 
area, where alfalfa is now being produced at 
the rate of seven to ten (sometimes twelve) 
tons of cured hay to the acre, without the use 
of fertilizers, had been producing grain (also 
without the use of fertilizers) for thirty or 
forty years, and is now in better condition 
than ever. 

THE GRAPE TRIUMPHANT 

A hundred-odd miles along the Great Valley, 
northward from Bakersfield, we sight the 
flourishing city of Fresno — the home of the 
raisin and thegrape. The value of California's 
grape crop in 1921 was approximately 
seventy million dollars. In the Fresno district 
alone, which includes Fresno County and 
small portions of Madera, Kings, and Tulare 
counties, you see the rich green of the vines 
spreading out over an area of two hundred 
thousand acres — approximately three hun- 
dred square miles. 

When the grapes, peaches, figs, pears, 
melons, and other fruits of the soil are being 
gathered, mile-long trains of refrigerator cars 
wait on the sidings, and the little stern-wheel 
steamers make an almost continuous proces- 
sion up and down the river from Stockton to 
the bay. 

Let us examine into the quality of the life 
that is lived among these vineyards and 
orchards. 

A CALIFORNIA ORCHARDIST 

In a wide field, shielded from the highway by 
a glowing hedge of yellow acacias and scarlet 
oleanders, a California orchardist is walking 
between the rows of a year-old peach or- 
chard. Each tree bears a numbered card 
which corresponds to another card filed in 
the ranch office. A complete history of the 
tree, beginning with the day it was planted, 
c^ 



SOME PRE-GLACIAL SURVIVORS ^->- 
When the sabre-toothed tiger fought with the mammoth in the swamps and jungles of the pre-glacial epoch, the 
big trees of the Mariposa and Calaveras groves, and in Sequoia and General Grant national parks were growing 
very much as we see them today. Some of the largest of these trees, twenty-five feet in diameter and over four 
hundred feet high, are said to be over three thousand years old. The Coast redwoods, many of them nearly as 
Jiuge as those in the high mountains, are accessible at all seasons 



«->;-. 



«■: , 



m- 









1^- i ■ 









FROM THE AIR 



23 



is kept on this card as carefully as if it were 
a patient in a hospital. 

Make the acquaintance of this typical 
California farmer, and you will quickly find 
that you are talking to an exceedingly alert 
and well-informed horticulturist. He can talk 
soil analysis, irrigation, cultivating, pruning, 
spraying, and marketing with almost equal 
acumen. Last year he cleared five thousand 
dollars on twenty acres of six-year-old 
peaches and apricots. Many of his neighbors 
did as well or better. But it must be clearly 
understood that such success is by no means 
the sheer gift of fertile soil and favorable 
climate. These farmers were successful be- 
cause they came to California equipped with 
the training and the capital without which 
no agricultural enterprise should be at- 
tempted in California any more than in 
any other state. 

THE rancher's PLAYTIME 
Today, however, is Saturday. The children 
are home from school, and, as the hard work 
of the picking and drying season is over, the 
rancher and his family can afford to treat 
themselves to an outing. 

Our typical rancher and his family pile 
into their car (in 1921 there were ninety-nine 
motor-cars to every hundred farms in Cali- 
fornia) and a few hours' ride on paved high- 
ways takes them into the cool quiet ol the 
mountain canyons. They can go, if they like, 
to Yosemite National Park and see with their 
own eyes what John Muir has described so 
well: "Snowy mountains soaring into the sky 
twelve and thirteen thousand feet, . . . 
gardens on their snowy brows, avalanches 
thundering down their long white slopes, 
cataracts roaring gray and foaming in the 
crooked, rugged gorges, and glaciers in their 
shadowy recesses working in silence, slowly 
completing their sculpture; newborn lakes 
at their feet, blue and green, free or encum- 
bered with drifting icebergs, like miniature 
Arctic Oceans, shining, sparkling, calm as 
stars." 

Or they can go to Sequoia National Park, 
with its matchless stand of Big Trees, and 




California's paved highways are 62§g miles long. If placed 
across the continent they would extend from San Francisco 
to Boston, from San Francisco to New York, and again 
from San Francisco half-way across the continent. 

learn humility at the feet of these tour- 
thousand-year-old forest titans. 

All these wonders, and many others, we 
see as our aeroplane takes its flight north, 
following the Mother Lode from Mariposa to 
Colfax, with the valley on our left and the 
high Sierra on our right. 

THE TRAIL OF THE ARGONAUTS 

Near the crest of the Sierra, where the rail- 
road trains rumble beneath the snowsheds, is 
Lake Tahoe, a magnificent body of water 
6225 feet above sea-level, twenty-three miles 
long by thirteen miles wide, and rimmed on 
every side by snow-capped granite peaks. It 
is the largest of the countless snow-fed lakes 
which gleam in the folds of the high Sierra, 
many of which are popular summer resorts 
for the populations of the cities. Tahoe may 
be reached in six hours by automobile from 
Sacramento. Its summer population numbers 
many thousands, from the wealthy owners of 
the estates which dot its seventy-two-mile 
circumference to the knapsack hiker who 
builds his solitary campfire in a cove where 
his only companions are the nighthawk flick- 
ering above the water, and perhaps a coyote 
crying in the canyon. 

From Truckee the railroad follows the old 
pioneer trail down the American River Can- 
yon, along which only seventy years ago the 
Argonauts were hewing their way with super- 
human courage and endurance, and where 
even today bronzed prospectors may be seen 
— <ij5» 



-<-m THE GREAT VALLEY 
Between the Tehachapi and the foothills of Mt. Shasta, and between the Sierra on the east and the Coast Range 
on the west, lie over eight million acres of the most fertile land in the world, (l) Typical valley vineyard. Over 
half the world's supply of raisins comes from the Fresno district. (2) Harvesting part of California's great peach 
crop. (3) Fifty-pound grape clusters are sometimes found. 



24 



FROM THE AIR 




POIOMAC SACSIAMBNTO 

"^^^COIWiBIA HUDSON ^^f- 

»17.<»0 RIVER MISSISSIPPI RIVEK »B8.b5 
»"« M^,o'' *58-^5 



"The per-lon value of river cargoes, as indicated above, is 
greater on the Sacramento River than on any other oj the 
rivers carrying freight. The Hudson River alone surpasses 
the San Joaquin River. 

panning the gravelly streams for gold-dust. 
Most of this country is included in the 
boundaries of the Eldorado National Forest, 
one of the nineteen national forests which 
blanket the ridge of the Sierra practically 
from one end of the state to the other. 

In the foothills below the timber-line begin 
the sunny pear and peach lands of Placer and 
Nevada counties. Near the orange groves ot 
Oroville a huge gold-dredger is at work, re- 
minding us that California is still producing a 
considerable share of the gold mined in 
America. 

The famous Mother Lode is far from being 
exhausted, even though Whiskey Diggings, 
Slug Gulch, You Bet, and Hangtown, so 
fascinatingly chronicled by Bret Harte and 
Mark Twain, are but memories. Grizzled 
pioneers, struggling to reconstruct the pic- 
ture of those turbulent years, opine that it 
was a back-tence argument between a Ger- 
man woman and an Irish woman that gave 
Squabbletown its name, but are not quite 
sure. Hangtown has been rechristened 
Placerville — you will see the name litho- 
graphed on the boxes containing some of the 
best peaches that reach the eastern markets. 
Much ot the Mother Lode country is now 
one great orchard. Placer County produces 
an impressive proportion of the deciduous 
fruits grown in California. In 192a cling 
peaches from Placer County sold for twenty- 
five hundred dollars a car and over in New 
«£a 



York — a well worth-while nugget in itself. 

In these warm foothills, no less than in the 
rich bottom lands of the Sacramento Delta — 
the Holland of America — men are still dig- 
ging nuggets out of the soil, but today the 
instruments are the irrigating-ditch, the plow 
and cultivator, and the pruning-knife. For 
example, the twenty-million-dollar rice crop 
developed in ten years on land formerly used 
for grazing; or the asparagus crop, grown 
chiefly on the delta islands, diked in to keep 
them from slipping into the river, which last 
year amounted to |io,5oo,ooo; or the pear 
crop, valued at $6,500,000. 

A considerable share of these great har- 
vests travels to market by steamboats pad- 
dling the long, slow reaches of the Sacramento 
River, which ranks fourth among the streams 
of the United States in annual tonnage and 
first in the per-ton value of the cargoes 
carried. 

Following the Sacramento to its sources in 
the streams that drain the slopes of Mt. 
Shasta, we come to one of California's rich- 
est, although least-developed, domains, des- 
ignated loosely as "northern California." 

Lassen's smoking peak 

The climate of this region ranges from that 
of northern Mexico to that of central Can- 
ada, depending chiefly on the altitude. The 
herds and flocks that, obedient to the rhythm 
of the seasons, swing from the bunch-grass 
plains of Honey Lake and Big Valley into 
the mountain meadows, shadowed by the 
still active volcanic cone of Lassen Peak, are 
among the best and most profitable of the 
state. 

In 1 921 there were approximately 1,250,- 
000 grazing cattle in the state, for 210,270 
of which the national forests furnished pas- 
ture. The cattle-raising industry in California 
represents an investment of four hundred 
million dollars. 

Something of the coolness of the snow- 
winds that blow off Mt. Shasta (the chaste, 
as the early French explorers called her) 
seems to have crisped the flesh of the Bald- 
c^ 



SOUTH OF THE GREAT VALLEY m-^ 

Qj View from Mt. Rubidoux, overlooking the orange groves of Riverside, and showing the cross erected to the 
memory of Father Junipero Serra, the Franciscan missionary whose genius accompHshed the early Spanish coloni- 
zation of California. (2)ln Balboa Park, San Diego, one of the beautiful structures erected at the time of the 
Panama-California Exposition. Qj) Oil derricks amid the orange groves of Los Angeles County. In the vicinity 
are the largest producing oil-fields in the United States. 



l^-^i'-^^: 




e^'-^%.L 














FROM THE AIR 



27 



win, Northern Spy, and Spitzenburg apples 
that Siskiyou County ships to eastern 
markets. 

Yet there are flourishing orangegroves near 
Redding, and the olives grown in Happy Val- 
ley, Shasta County, mature two weeks earlier 
than anywhere else in California. 

god's first mountain 

Soaring above the snow-fields of Mt. Shasta, 
where five living glaciers are still at work 
sculpturing the contours of God's First 
Mountain, as the Klamath Indians call it, 
and which, according to them, he has never 
since equaled, we swing west along the Siski- 
yous, cross the Coast Range near the Oregon 
line, and turn the plane's nose south again. 

Here begins a green, well-watered country, 
whose rounded hills, dotted with pasturing 
cattle, are cut by deep valleys 'where thick 
forests of giant redwood trees have been 
growing for three thousand years and more. 
Now and then the cool green silence of those 
fog-filled canyons is shattered by the whine 
of the buzz-saw; near Eureka, you may see a 
puff of smoke among the trees, and a dimin- 
utive engine comes in sight trailing a flat-car 
on which rests a single log fifteen feet in di- 
ameter. 

PRESERVING THE REDWOODS 
Of the original million acres of compact, 
heavily stocked virgin redwood forests, 
seven hundred thousand acres — or seven- 
tenths of the total — still remain absolutely 
untouched by axe or saw. That means that 
we have left at least seventy billion feet of 
redwood timber, which at the present rate of 
cutting will last one hundred and forty years. 
Meanwhile, the larger part of the cut-over 
area is being scientifically reforested by the 
lumber operators themselves, working in co- 
operation with the U. S. Forest Service. For 
redwood, which matures a merchantable 
second growth in sixty years, is one of the 
most profitable forest crops in the world. It 
is altogether probable that two hundred 
years from now the redwood "farms" of the 
Pacific Coast will be producing undiminished 




iqoo-1910 IQIO - 1920 

$ 800, 000, 000 $ 1,500, 000,000 

PORT Of SAN FRANCISCO IMPORTS erEXPOKTS 



For the decade between igoo and igio the exports and im- 
ports oj the port of San Francisco totaled over $800,000,000; 
between igio and ig20 the total rose to $2,500,000,000, an 
increase of over 200 per cent. In ig20 the imports of San 
Francisco were $212,000,000, or ^^.ig per cent of the total 
for the Pacific Coast. The exports totaled $226,000,000, or 
44.29 per cent of the total. 

crops of the valuable timber that is now being 
used so extensively in building and manufac- 
turing all over the United States. 

Leaving the green coast counties, where 
the rainfall ranges from 78.19 inches in Del 
Norte to 37.3 inches in Mendocino, we swing 
south and east over some of the loveliest of 
California's smaller valleys. Lake County, 
with its twenty-five-mile body of water in 
Clear Lake and its numerous mineral springs, 
is rapidly gaining in favor as a resort region. 

Napa County, spreading its rich vineyards 
and orchards up the slopes of Mt. St. Helena, 
where Robert Louis Stevenson was one of 
the "Silverado Squatters," boasts its famous 
geysers and its petrified forest. 

Sonoma County, in which lies Jack Lon- 
don's "Valley of the Moon," and whose flocks 
of pedigreed poultry contribute over five 
million dollars each year to the wealth of the 
state, is also the home of Luther Burbank, 
who continues to enrich the state and world 
with his miracles of plant-breeding. 

Marin County's rolling hills furnish excel- 
lent pasture for large herds of dairy cows. At 
Bolinas and Willow Camp, where the hills drop 
sharply to the Pacific, are two fine beaches, 
while on the bay side are many charming 
suburban communities, including Ross, San 
Anselmo, and Sausalito. which are less than 
an hour's commuting time from San Francisco. 



-<-^t CALIFORNIA, THE PRODIGIOUS 

In a two weeks' automobile trip through the Sierra, during the rainless California summer, the tourist may see a 
greater array of natural wonders than anywhere else in the world, (l) A typical summer camp in the mountains. 
(2) Chain of Lakes and Kearsarge Pinnacles, near Kings River Canyon. (3) Kaweah Mountains, Kern River 
Canyon. (4) Nevada Falls, Yosemite. 



a8 



THIS, THEN, IS THE LAND 




NEW SOUTH ATLANTIC NORTH PACIFIC 

ENGLAND ATLANTIC STATES CENTRAL MT. 

STATES STATES STATES STATES 

1-880 1.770 119 <t L880 1310 



Householder and industrialist alike benefit from cheap 
electric current. The cost per K. W. H. in the Pacific 
Coast states is jS.6 per cent lower than in the New Eng- 
land states, where the great industries have first developed. 

Here our journey nears its end. Wheeling 
under the shadow of Mt. Tamalpais, San 



Francisco's mountain playground, down 
whose trails files of khaki-clad hikers are 
winding, we sight the white shaft of the 
Campanile Tower of the University of Cali- 
fornia at Berkeley, and soar again across 
the bay. To the south lie the factory roots 
and chimneys of Oakland, Berkeley, Rich- 
mond, Alameda, and other communities 
destined ultimately to constitute one of the 
greatest industrial districts in the world. To 
the west the sun is setting, while from 
thousands of windows in the hills about the 
bay the golden light is reflected. Sailing 
directly above the Golden Gate, beyond 
which cavalcades of ruddy clouds are plung- 
ing into the Pacific, we land again at the 
Crissey Field in San Francisco. 



THIS, THEN, IS THE LAND 

This,, then, is California, in so far as a brief and all-too-inadequate sketch can convey any idea of 
her vastness and variety. It is the remembered vision of her beauty, the thrilling consciousness of her 
infinite abundance, that makes the Calif ornian what he is — a person deeply, irremediably in love 
with his land. 



IT is a young land — young even in the 
geologic sense, for its dynamic con- 
trasts of volcanic mountain and glacier- 
carved canyon have come but recently from 
the hand of the Creator. And historically, of 
course, California is a mere stripling, whose 
dreamy childhood spent in the cool patios 
and quiet gardens of the Spanish period has 
been exchanged within the memory of men 
now living for the phase of adventurous, 
conquering youth which has characterized 
the American occupation. 

HOW THE PEOPLE MADE THE LAND 
One must not give nature too much credit for 
California. The California landscape of to- 
day, with its intricate and enchanting pat- 
tern of tilled fields and blossoming orchards, 
is but the product and reflection of a splendid 
human adventure. If Californians are roman- 
tic, if they live largely and vividly in the 
present and dream vast untrammeled dreams 
«fe 



of the future, it is part of their tradition. 
They are merely continuing the rapid se- 
quence of a human cinematograph almost 
without parallel in history. 

Consider for a moment some of the earlier 
scenes of this drama, chosen more or less at 
random. 

We see Captain Sutter, the large-hearted 
Swiss who in 1839 came to Sacramento, built 
a magnificent estate in the wilderness, and 
dispensed generous hospitality to the earlier 
trappers and settlers who struggled across 
the mountains. 

We see Sutter's employee, James Marshall, 
gazing wide-eyed at the golden sands picked 
up in the mill-race at Sutter's sawmill at 
Coloma. 

We see the human swarm converging upon 
California from the four quarters of the 
globe in the rush that followed this discovery. 

We see Mark Twain and Bret Harte, gal- 
lant adventurers both, the observers and 
3^ 



A PARADISE FOR THE SPORTS MAN ^->- 

(1) Typical foothill orchards. (2) Auto camp near Sacramento; the automobile makes good hunting and fishing 
country easily accessible, and practically every city and town maintains auto camps with every convenience for 
the motorist. (^ Trout are plentiful in the thousands of glacial lakes in the high Sierra. Q^Over a million ducks 
are shot annually, (o) Because of the large and numerous game refuges, deer are still plentiful. 



THIS, THEN, IS THE LAND 



31 



chroniclers of those colorful days, when the 
best and the worst of the human tribe 
stripped life to its final simplicities in the 
insane struggle for gold. 

We see the mushroom palaces of the suc- 
cessful miners sprouting along the crest of 
Nob Hill in San Francisco; we see the less 
successful ones drifting down from the Moth- 
er Lode country, and in the course of a few 
years filling the Great Valley almost from 
end to end with the gold of ripened wheat. 

We see the beginning of the fight for water 
— the troops of land-poor farmers in their 
work-clothes pouring into the capital at 
Sacramento and demanding (successfully in 
the end) that their irrigation bonds be made 
legal investments for savings-banks. 

We see the early days of horticulture in 
California,when thevision and energyof those 
pioneers and sons of pioneers laid the founda- 
tion of what is today without question the 
strongest and most complete body of agri- 
cultural and horticultural law in the world. 

We see these fruit-growers, largely by vir- 
tue of these laws, which standardized the 
California product on a hitherto unpre- 
cedented level of quality, rapidly conquering 
and holding a market three thousand miles 
away. 

We see a growing dissatisfaction with the 
usual channels of distribution, with here and 
there attempts at independent marketing. 
A Fresno County raisin-grower, the son of a 
pioneer, finds himself unable to get produc- 
tion cost for his crop — the shippers are 
clamoring "over-production." He packs his 
raisins into a box-car, in triumphant disre- 
gard of all the hoary traditions of trade, and 
with the aid of a brass band sells them him- 
self from the side of the car, at the rate of a 
ton a day, to middle-western communities 
which previously had never consumed more 
than one hundred and fifty pounds a year. 

We see, after a few such dramatic pre- 
ludes, the launching of the first successful 
co-operative marketing associations. 

It is not too much to say that America, 
and indeed the world, is learning the theory 
«Ct) 




CAUrORNIA 
350.157,000 

LEAPING 



NEW VORK 
a48,5W300 

NEXT 



WASHINCTOK 
102,004,000 

(OIXOWTNO 



For the six months ending October, ig22, California's 
power companies produced a monthly average of JS'^,I57~ 
000 K.W.H., as against 24S,sig,500 in New York and 
102,004,000 in Washington, the next highest states. The 
installed capacity of power plants was over 1,200,000 h.p. 
in ig20 and will be increased to over j, 100, 000 in igjo. 

and practice of producers' co-operatives to a 
considerable extent from California. 

We see the Eldorado of the real estate 
speculator wax and then wane in California, 
as irrigation brings more and more new areas 
into competition, and social controls over the 
land are progressively strengthened. We see 
public and private agencies studying the 
problems of rural credit and land coloniza- 
tion, and achieving such notable successes at 
Durham and Delhi that they must inevita- 
bly be followed by other colonization projects 
on a greater scale. 

We see lonely engineers at work in the 
clefts of the high Sierra, cupping the snow- 
torrents behind great concrete dams, and 
sending the first units of California's four- 
million potential hydroelectric horsepower 
humming along the wires to cities hundreds 
of miles away. 

We see the ships sailing in and out of the 
Golden Gate — first the frigates of the early 
explorers, then the great square-riggers roar- 
ing in under full sail, then the liners, the 
tramps and tankers, in steadily increasing 
numbers as the developing trade of the Orient 
and South America and the world trade 
through the Panama Canal pours its cargoes 
into the port of San Francisco. 

We see an empire spring miraculously into 

being within the space of a single generation. 

c^ 



■<~m LASSEN NATIONAL PARK 

The great volcanic area of which Lassen Peak was once a conspicuous center has been decadent and practically 
extinct for ages. The eruptions that have occurred since May 30, 1914, are local in character, and no material 
injury has resulted or should be apprehended. The volcanic craters, hot springs, ice caves, and cinder islands of 
this fascinating region are now included in Mt. Lassen National Park, and automobiles travel to within three miles 
of the new crater. 



32 



CALIFORNIA: WHERE LIFE IS BETTER 



THE MOST PROSPEROUS FARMERS IN AMERICA 

In the twelve years between igog and ig2i California progressed from the position of sixteenth 
to that of the second richest agricultural state in the Union, being surpassed only by Texas. 
California advanced to her present position during the very years when crop values were every- 
where falling. Between igig and ig2i a storm of decreasing values swept the country; but the 
California farmer, whose prosperity is solidly founded on diversified crops, irrigation, and 
co-operative marketing, suffered far less than the farmers of other regions. 



CROP values in California declined 
only 40.3 percent during this period, 
while in the ten leading agricultural 
states of the country the average decline was 
sixty-four per cent. According to the Four- 
teenth Census, the average farm in the 
United States produces $2,300 worth of crops 
every year. The average farm in California 
produces |'?,ooo worth — over twice as much. 

In 1921 California grew $309.46 worth of 
crops for every man, woman and child living 
in her rural territory. This was |i 10 more per 
person than was produced in Kansas, the 
next highest state. 

Between 1910 and 1920 the number of 
bearing and non-bearing fruit trees in all the 
states of the Union outside California steadily 
declined, until in 1920 there were forty-four 
per cent less trees in orchard than there were 
in 1910. During the same period California 
recorded an increase of twenty-nine per cent. 
Since 1921 California has been producing 
over thirty-five per cent of all the fruit 
grown in the United States, and producing 
it far more cheaply than elsewhere. In 1919, 
for every I1.30 per tree that average fruit- 
growers in other states produced from trees 
in orchard, the California grower produced 
$3.13 — or almost two and a half times as 
much. 

There are ninety-nine automobiles tor 
every hundred farms in California. Every 
third California farmer has a telephone. 
Every fourth California farmer has either 
gas or electric lights in his house. 

In the rural schools domestic science is fre- 
quently taught on electric ranges, for modern 
kitchen equipment is the rule rather than the 
exception throuq;hout the farming districts. 



California maintains a higher standard of 
certification for her school-teachers, and 
builds bigger and better rural schools than 
any other state in the Union. The Farm 
Bureau organization, through which the farm- 
ers are enabled to meet and discuss their 
common problems, has also attained an ex- 
ceptionally high development in California. 

No wonder that foreign observers, accus- 
tomed to the relatively primitive conditions 
of rural life in other quarters of the globe, are 
amazed when they come to California! The 
traditional concepts of the tiller of the soil 
simply do not apply. 

For the California farmer is an upstanding, 
independent, progressive, keen-thinking in- 
dividual. He is the most prosperous farmer in 
these United States, and beyond question 
one of the most vital and creative elements 
in our national life. 

WHAT THE FUTURE HOLDS 

The figures here cited represent not the 
culmination but the beginning of a tremen- 
dous agricultural development in this state. 
According to the most conservative esti- 
mates, California has today over five hun- 
dred thousand acres of irrigated land avail- 
able for settlement. The development of new 
irrigation projects is constantly adding to this 
total, and the competition of this new land 
acts as a wholesome check on the inflation 
of land values. Each year seven thousand 
new twenty-acre farms are ready for families. 
From six to ten million more acres await 
development. 

Both public and private interests in Cali- 
fornia are committed unqualifiedly to the 
idea of the independent farmer as the foun- 
^ c?!* 



TWO IMPORTANT CALIFORNIA INDUSTRIES ^->- 
(T) California is one of the leading dairy states of the Union. In the production of dairy products Stanislaus County 
leads, with Humboldt County second. (2) Because of favorable climatic conditions the California hen is a record 
producer. California's flocks of pedigreed poultry in Petaluma, Sonoma County, Sacramento, and other counties 
contribute over five million dollars annually to the wealth ot the state. 







Ww 



THE FUTURE OF INDUSTRIAL CALIFORNIA 



35 



dation upon which the future growth and 
prosperity of the state must rest. 

California farmers work together with an 
effectiveness which foreign observers, forget- 
ting that there is no such thing as "isolation" 
in California's rural life, view with astonish- 
ment and admiration. The powerful stabiliz- 
ing influence of fifty-four producers' co- 
operatives is rapidly taking farming out ot 
the class of hazardous industries, besides 
winning new markets for the California 
farmer, and, with ever-increasing effective- 
ness, safeguarding his property and self- 
respect. 

WHAT CO-OPERATIVE MARKETING 
ASSOCIATIONS HAVE DONE 

In the decade between 191 2 and 1922 the 
Sunmaid Raisin Growers more than doubled 
the price the grower got for his raisins, with 
but little increase in cost to the consumer, at 
the same time that production was quad- 
rupled and the total raisin acreage increased 
seven-fold. The American housewife, who ten 
years ago was buying about three-quarters 
of a pound of raisins annually, now consumes 
nearly five pounds. She does this not only be- 




CAL. 
33.5 
U.S. A. 
29.70 



CAL. CAL. 

a? 15 

U.SJV- u.sjv. 

23.70 20.90 



CAL. CAL. 

X36 49 

U.S.A. U.S.A. 

90 39.18 



California's vast agricultural areas show yields per acre 
that Jar surpass the average per-acre yields for the same 
crops in the United States as a whole. 

cause advertising has taught her the value of 
raisins as food, but because the raisin-growers 
have vastly improved and standardized the 
quality of the pack. 

From 1914 to 1921, the seven years during 
which the California Peach and Fig Growers 
have handled the larger proportion of the 
production of these fruits, an average return 
to the grower of ten cents a pound was main- 
tained as against an average price of four and 
a half cents per pound during the seven years 
that preceded the organization of the asso- 
ciation. Similar achievements have been re- 
corded by other producers' co-operatives. 



THE FUTURE OF INDUSTRIAL CALIFORNIA 

California is now eighth among all the states of the Union in the value of her manufactured 
products. Over the past decade her industrial growth shows a rapid rise, corresponding closely 
to the development of cheap power from hydroelectric sources. In i()og California produced 
$^2g,j6o,^28 worth of manufactured products. By 1^20 the total had risen to $i,g8i,204,y6i — 
an increase of 2/j per cent. 



T 



I/' ]f ^HE increase not only represents bulk 
production, but variety of industries. 
The variety and expansion of these 
new industries have afforded opportunities 
for labor, so that the unemployment prob- 
lem which has affected every other state has 
been practically negligible in California. 

Another striking indication of the eco- 
nomic condition of California is to be found 



in the fact that her per-capita wealth in 1920 
was I2469 as compared to an average for the 
United States of only $1776 — a difference of 
39.02 per cent. 

Industrial expansion has gone ahead in 
hand with the imports and exports of Cali- 
fornia's international trading centers. The 
imports of San Francisco alone amounted in 
1920 to ^212,000,000, and constituted 54.19 



-2?J» 



«feD 

-<-^ IN THE DELTA OF THE SACRAMENTO 
A few acres of this rich bottom land are sufficient, if intensively cultivated, to yield a comfortable income, (l} Farm 
produce going to market via river boat (see graph p. 24). (T) California's rice crop averages twenty million dollars 
annually, (s) Typical valley ranch, showing intensive cultivation, with beans planted between the rows of young 
fruit trees. (V) Sutter Fort, near Sacramento, the state capital. 



36 



BREEDING A SUPERIOR RACE 




The groisth of manufacture in California in the years be- 
tween igog and igig is pictured above — an increase of 54.6 
per cent in number of manufacturing plants. When we 
consider the remarkable growth and prosperity shown by 
agriculture as a competing occupation this increase is sur- 
prising. 

per cent of the total imports of the Pacific 
Coast. San Francisco's exports totaled ^226,- 
000,000 in 1920, or 44.29 per cent of all the 
exports going out of Pacific Coast ports. 

California industry, even more than Cali- 
fornia agriculture, looks to the snows of the 
Sierra for growth and sustenance. The same 
snow-water that irrigates the farmers' fields 
and provides water and light for the towns 
turns the wheels of what will one day be a 
great industrial as well as agricultural em- 
pire. The eleven western states have already 
developed twenty-two times as much hydro- 
electric power as all the rest of the United 
States put together. The average citizen of 
California uses twice as much hydroelectric 
current as the resident of New England, for 



example, and pays considerably less per 
kilowatt hour. 

The installed capacity of California's 
power companies increased from 513,903 h.p. 
in 1910 to 1,207,419 H.p. in 1920, and it is 
predicted that by 1930 this total will have 
risen to 3,136,588 h.p. Industrially, the 
eleven western states must be considered 
more or less as a unit. It is estimated that the 
present power development in the eleven 
western states of 2,492,048 h.p. will have in- 
creased by 1930 to 5,522,416 h.p. of which, 
2,643,956 h.p. is represented by hydroelectric 
development. 

The Journal of Electricity and Western 
Industry estimates that fifteen billion dollars 
will be spent during the next ten years in the 
eleven western states in the twelve most im- 
portant fields of agricultural and industrial 
development. This figure covers capital ex- 
penditures only, and does not include oper- 
ating expense, which amounts to several times 
this sum and covers the items of wages paid, 
money spent for living costs, and practically 
all expenditures for primary materials, small 
tools, and like factors of production. 

Surely here is a field for the builder, the 
engineer, the creative business man, organ- 
izer, promoter. Whatever your profession or 
business, there is a chance for you to throw 
yourself into the mounting stream of western 
development and build your own fortune at 
the same time that you are building the new 
West. 



BREEDING A SUPERIOR RACE 

It is a fact, recently established beyond question by a report of the United States Children's 
Bureau, that California children grow to greater weight and height for their ages than the average 
children of the United States. When these children reach college their promise is fulfilled, as is 
evidenced by the number of tennis, track, and football stars California has produced in recent years. 



A NOTHER index of health conditions 

/^V is the infant mortality rate. The 

A )\ State of California shows one of the 

lowest infant mortality rates in the country, 

with San Francisco third lowest among the 



metropolitan cities, and Berkeley the lowest 
of all cities between fifty thousand and one 
hundred thousand population. 

Given this superior human material with 
which to work, California educators have 



-2?J» 



'iS^ 

THE GREAT WHITE SHRINE OF MT. SHASTA >m-^ 

A legend of the Klamath Indians has it that Mt. Shasta was the first mountain to come from the hand of the 
Creator, and that subsequent creations never quite equaled that first masterpiece. Five living glaciers are still 
sculpturing the dome of Shasta. Mineral springs are numerous in this region, which offers countless attractions to 
the sightseer, as well as exceptional rewards to the orchardist and to the cattleman. 









1.^ 


« 


nil 



■I -^ ^ fc.Spr 






^iu 







►iif<^' 






t. -^l 



BREEDING A SUPERIOR RACE 



.39 



gone far. In the fall of 1922 over twenty thou- 
sand students were registered in the Oniver- 
sity of California, making it the largest uni- 
versity in the United States and the second 
largest in the world. This university, through 
its Extension Division, has made the state its 
campus in a very real sense. The College ot 
Agriculture has knit itself intimately and 
constructively into the rural lite of the state, 
and the value of its services to agriculture 
can scarcely be measured. Besides its resident 
teaching departments at Berkeley, Davis, 
and Riverside, it maintains a large research 
staff whose work has contributed importantly 
to the development of new crops, the im- 
provement of agricultural methods, and the 
study of marketing problems. 

EXTENSION TEACHING 
The Extension Division of the university, 
working through the highly developed Farm 
Bureau Organization, maintains Farm Ad- 
visers, Home Demonstration Agents, and 
Boys and Girls Clubs in practically every 
county of the state. 

California has worked out her own system 
of junior colleges, whereby the student may 
take his first two years of collegiate work in 
his own town, saving the burden of college 
residence elsewhere and remaining under 
home influence. Seventeen such junior col- 
leges have been established in cities where 
university instruction is not available. 

In addition there are twenty-two colleges 
in the state, eight normal schools, and eight- 
een special schools. 

In the field of secondary education the 
consolidation movement has gained remark- 
able headway in the rural districts. Buildings 
costing a quarter of a million dollars are not 
uncommon, to which children are brought 
and returned by motor-bus. The equipment 
of these schools would do credit to the 
smaller eastern colleges, and includes gym- 
nasiums, baths, assembly-rooms, and thea- 
ters. They serve whole countrysides as 
community centers. Physical education has 
been made an important feature of the school 
lite through the compulsory physical educa- 

«!o 




1910 
366.778 



1920 
579, 111 



The increase in the attendance in the schools of California 
during igio-ig20 has been 55./ per cent as against an 
increase in population of only 44.1 per cent. 'This increase 
in school population is no doubt due to the longer period 
devoted to the education of the youth, an index of growing 
prosperity and cultural progress. 

tion law which requires each student to 
spend one hour daily in the gymnasium or in 
the playground. 

In Oakland the Playground Department 
gives every individual child a chance to learn 
tennis, and it is planned soon to introduce 
the teaching of golf. 

RISING STANDARDS 
The rising standards of California's schools 
are indicated by the steady increase in the 
per-capita cost of education. Between 1919 
and 1920 the per-capita cost for kindergarten 
instruction increased from I54.93 to I73.98; 
for elementary schools, from $49.95 to|6i.99; 
for high schools, from $146.99 to $172.87. 
California spent approximately $33,000,000 
on her elementary and secondary schools in 
1919; in 1920 the figures rose to $47,500,000, 
an increase of over forty-four per cent. 

The Russell Sage Foundation, in a study 
of the cost and efficiency of school systems, 
published in 1920, found that in practically 
all of the ten points established as determin- 
ing school efficiency California divides the 
honors of leadership with Massachusetts. If, 
in the fundamental business of education, 
California can in seventy years rival New 
England, the source and mainspring of our 
national culture, what must the future hold? 
What better place in which to bring up a 
growing family? 

=?J» 



-<r-m IN THE COAST RANGE 
(T)A Napa Valley vineyardist's hone in the foothills of Mt. St. Helena. (2) The Russian River, in the heart of the 
redwood country, provides excellent bathing, boating, and hiking, and is within a few hours' drive of San Francisco. 
(3) The Sequoia sempervirens, or redwood, is found in dense stands in Del Norte, Humboldt, and Mendocino 
counties, and the output of the redwood mills approximates five hundred million feet annually. 



40 



CALIFORNIA: WHERE LIFE IS BETTER 



PEOPLE PLAY IN CALIFORNL^ 

Whether it is the influence of the climate and the lure of an ever-enchanting natural environment, 
or whether it is the tradition bequeathed by the pleasure-loving caballeros whom the American 
occupation displaced, it is certainly true that people play more in California than thex do in 
the East. They play easily, naturally, habitually. 



^ VERYBODY plays. You can be prac- 
^ tically assured that although the 
_:ia lawyer or merchant prince whom you 



meet at the top of a San Francisco sky- 
scraper may seem a marvel of concentrated 
business acumen, he has two personalities — 
one for work and one for play. In his leisure 
hours he perhaps is a great hunter and can 
tell you the habits of the ducks that are so 
plentiful in the countless coves and lagoons 
of the bay region, or of the quail which pro- 
vide good hunting in almost every county in 
the state. The annual bag of the duck- 
hunters totals over a million — of the quail 
hunters, half a million. 

The prominent divine whose church you 
attend may prove to be a veteran moun- 
taineer, who hiked with John Muir when the 
latter was president of the Sierra Club; or he 
may be an enthusiastic fisherman during the 
summer months when the pulpit does not 
claim him. Get him on his hobby and he will 
tell you about the famous golden trout that 
inhabits Volcano Creek and the headwaters 
of the Kern River on the slopes of Mt. 
Whitney. California is a leader in her output 
of salmon and trout. Huntington Lake, Yo- 
semite, the Pines, the Tahoe region, the 
lakes and streams of Siskiyou County, the 
Feather, San Joaquin, Kings, and Kern 
rivers all teem with trout — largely through 
the efforts of the California Fish and Game 
Commission, which maintains what is per- 
haps the best developed system of hatcheries 
in the United States. 

FIRST IN COMMERCIAL FISHERIES 
It is worth noting incidentally that Cali- 
fornia's commercial fisheries rank first among 
all the states of the Union. It is estimated 
that today the fish are about ten times as 



«Jo- 



abundant on the California fishing-grounds 
as they are in the waters of the North Sea. 

A love of the out-of-doors and an intelli- 
gent interest in the conservation of wild life 
is widespread and has expressed itself in the 
excellent game laws of California. Twenty- 
eight game refuges, comprising nearly two 
million acres of land, have been set aside by 
the state. The total area on which animal life 
is given absolute protection comprises nearly 
three million acres, or, roughly, about three 
per cent of the total acreage of the state. 

If you read California Fish and Game, the 
monthly publication of the California Fish 
and Game Commission, you will come across 
brief but suggestive notes, such as "Mr. Jay 
Bruce, the state mountain lion hunter, has 
killed ninety lions during the past three 
years" (1919 to 1921), and "last year (1921) 
it is estimated that over fifteen hundred deer 
were killed in Mendocino County" — which 
give some idea of the excellent sport which 
California offers to the hunter. 

MUNICIPAL CAMPS 
The Municipal Camp, which bids fair to 
become as closely identified with American 
life as the organized playground, was born 
in California. Los Angeles was the first city 
in the country to appropriate money for 
recreation grounds outside the city limits. 
It has three camps, one of them situated in 
the mountains ninety miles from the city, and 
equipped with every facility for play, includ- 
ing a huge outdoor swimming-pool. Los Ange- 
les, Oakland, Berkeley, Sacramento, Stock- 
ton, and Fresno all have camps in the 
Sierras, where board and room with modern 
conveniences, including electric light, costs 
as little as seven dollars a week, including 
transportation to and from the camp. And 

«?5» 



VACATION LAND IN THE SIERRA ~^^)->- 
(j_}Lake Tahoe, which may be reached in a day's journey by rail or automobile from San Francisco, is a 
mountain playground so vast that, although many thousands of people spend their summers along its shores, and 
a good-sized steamer plies its waters, it preserves the appearance and feeling of wilderness. (2}The automobile 
takes you far, but the more remote hunting and fishing grounds must be reached by pack-train or on toot. 



-•^•^lia^-: 



■»\ ' -^2 










- ,> 




^m^' 







PEOPLE PLAY IN CALIFORNIA 



43 



these camps, in which men and women from ^ 
every walk of life share the democracy of 
the out-of-doors, are self-supporting. Many 
thousands of people used them in 1921. 



A WHOLE CITY AT PLAY 

People play in California not only as indi- 
viduals, but as groups. Sometimes a whole 
city elects to throw care to the winds and 
play enthusiastically and single-heartedly 
for a week at a time. For example, during 
Sacramento's "Days of Forty-nine" celebra- 
tion, in May, 1922, when the soberest citizens 
of the state capital allowed their whiskers to 
grow long, the women all donned hoop-skirts 
and bustles, the stores and office buildings 
on the main street wore false fronts repre- 
senting the stores, saloons, and dance-halls 
of the mining days, and the town re-enacted 
the colorful drama of its beginnings with gay 
abandon. San Francisco shares this love of 
pageantry and of the arts in general. During 
the periodical celebrations of the discovery of 
the bay by Don Caspar de Portola, the town 
remembers its Latin origins, there is dancing 
and singing in the public squares and the 
confetti is ankle-deep on Market Street. 

PAGEANTRY 
Every fall the vineyardists of the Napa 
Valley and of the Fresno section hold their 
elaborate Pageants ot the Grape, while the 
upper Sacramento Valley celebrates the 
ripening ot the first oranges with an elabo- 
rate orange and olive exposition. Every May 
the lovers of the Mountain Play climb to 
the auditorium on the peak of Tamalpais; 
every midsummer the Bohemian Club pro- 
duces an original Grove Play among the 
mighty redwoods beside the Russian River. 
Throughout the year, drama is given in the 
Greek Theater at the University of Cali- 
fornia, and in the Forest Theater at Carmel. 
Symphony concerts in the Hollywood Bowl, 
grand opera in the stadium at Stanford 
University, dance-pageants of maidenhood 
on every college campus in the state — all 
are made possible by a climate that urges 
the practice of the arts under the open sky. 
l^j 




ALASKA CALIFORNIA IDAHO MONTANA COtORADO 

W 579336 19.172.982 18.712.241 15,917.132 13.290;J54 

ACRES ACRES ACRES ACRES ACRES 



The menace of deforestation does not exist in California, 
which stands first in forest areas among all the states of the 
Union, and is only surpassed by the virgin lands of Alaska. 
There are six acres of forest lands for every man, woman, 
and child in the state. 

IN THE LATIN QUARTER 

Many of the numerous racial groups of 
this cosmopolitan city have brought over 
their customs, their dances, their folk-festi- 
vals, and in the congenial atmosphere of 
California they thrive with undiminished 
vigor. In 1921 the combined Italian societies 
of the city held a seven-day celebration of 
Dante's six hundredth anniversary, which 
John Cowper Powys, the English critic, de- 
clared to be the most interesting folk-festival 
held in honor of the poet's centennial in the 
United States. 

New York struggles in vain to preserve its 
foreign theaters. But in San Francisco the 
Spanish, Italian, and French racial groups 
all have their companies, and in addition fill 
the store windows of the Latin Quarter with 
frequent announcements ot testivals, oper- 
atic performances, dances, etc. Chinatown, 
besides its drama, has a life all its own, and 
scarcely a week passes that does not see pic- 
turesque processions marching along Grant 
Avenue to the banging accompaniment of the 
gongs. 

A CIVIC OPERA COMPANY PLANNED 
San Francisco now maintains an excellent 
symphony orchestra, and when the traveling 
opera companies come to the city the at- 
tendances break all records. 

Bv the autumn of 1924 it is planned that 
^ — ^-^^J* 



-<-^ BEAUTIFUL MARIN COUNTY 

©Great crowds assemble every year in a natural amphitheater near the crest of Mt. Tamalpais to witness the 
production of the Mountain Play. (2) A suburban home in Ross. (3)john Muir's cabin in Muir Woods, at the 
base of Tamalpais. (I) Corinthian Island and Tiburon seen from the delightful peninsula of Belvedere, with the 
boats of the Corinthian Yacht Club anchored in the cove. (Forty-five minutes by ferry from San Francisco.) 



44 



PEOPLE PLAY IN CALIFORNIA 




POPULATION FARM INCOME TAX AUTOMOBILES HOUSES WIRED 
PRODUCTS FORELECIMCmf 



3.1% 5.4% S-SVo 



6.5 % 



8.9% 



California, with only J.2 per cent of the population of the 
United States, produces §.^ per cent of the farm products 
of the country; pays 5.5 per cent of the income tax; has d.j 
per cent of the automobiles; and owns 8.g per cent of the 
homes wired for electricity. 

a great memorial opera-house will stand op- 
posite the City Hall, and that performances 
will be given by a civic opera company, re- 
inforced by famous artists from abroad. 

The collections in the Memorial Museum 
and in the California Academy of Sciences, 
both in Golden Gate Park, are constantly 
being added to. At the Palace of Fine 
Arts, built during the Exposition, are held 
notable exhibitions of ancient and modern 
paintings. 

Through its lectures, concerts, and reci- 
tals, devoted to the allied arts of all nations, 
the San Francisco Museum of Art is playing 
a role of growing importance in the cultural 
life of the West. 

Besides the three or four theaters in which 
appear the road companies out of New York, 
there are at least three local stock companies, 
as well as "little theaters" too numerous to 
mention. 

EVERYBODY MOTORS 

Since there is an automobile for every fifth 
person in the state and the average family 
numbers five, practically every man, woman, 
and child can enjoy motoring. That is why, 
although the land is one of tremendous dis- 
tances, Californians exhibit more familiarity 
with the far corners of their state than you 
would expect. 

Since 1909 California has spent on good 
roads 193,000,000. California standards of 
«!o ^^ 



road construction are unusually high. There 
are 6259 miles of paved highways in the 
state at present, and it is planned to im- 
prove an additional 5560 miles. This does 
not include the remarkable scenic boulevards 
developed by the cities, or the network of 
mountain roads which afford scenic views 
unsurpassed anywhere in the world. 

Last year some 23,000 motor cars chugged 
over the passes of the Sierra and down into 
the sunny foothills and valleys of California 
— tourists drivmg these roads, most of them 
for the first time. Six months later one out 
of every three of these visitors had taken out 
a permanent license-plate for his car! 

They came as tourists — they remained as 
Californians. They found what you will find 
when you come to California — that for those 
who bring ability and a fair stake to start 
with, California holds a richer life and a wider 
opportunity. 

CHOOSE YOUR TOMORROW 
IN CALIFORNIA 

The leaders of California's business, profes- 
sional, and social life today are, for the most 
part, the sons and daughters of the men and 
women who in the middle of the last century 
elected to live their tomorrows in the sunny 
land of California, did the strenuous work of 
pioneering, and reaped the pioneer's reward. 

The perils and the grinding struggle of 
pioneering in California belong to the past. 
But the pioneer's opportunities are still open 
— in fact, they are probably richer and more 
numerous today than they were in the mag- 
nificent days of '49. Among the leading 
Californians of 1950 will be the men and 
women who elect to seize these opportunities, 
come West, and ride to prosperity on the 
tidal wave of a state development destined, 
unless all prophecies fail, to triple California's 
population in less than thirty years. 

Whoever you are, if the spirit of the 
pioneer is in you — if you are a worker, a 
dreamer, a builder — there is a place and a 
chance for you in California. 

There is a chance for you to live health- 
fully out-of-doors in a bland and benignant 
Q?5« 



THREE VIEWS OF ALAMEDA COUNTY ^->- 
(T)Oakland City Hall, seen across Lake Merritt, a good-sized body of water which provides excellent recreational 
facilities at the heart of this progressive city. (2) The bell-tower at Mills College, the leading women's college of 
the West, located a few miles outside Oakland. (^The Campanile Tower of the University of California, Berke- 
ley, a landmark which may be seen from every part of the bay region. 



WHAT CALIFORNIANS INC. WILL DO FOR YOU 47 



climate, amid scenery which is a perpetual 
challenge and delight, among people who are 
almost universally friendly and helpful to the 
stranger. 

There is a chance for you to work as you 
have never worked before, to laugh and talk 
and cultivate your friends as you have never 
done before. 

There is a chance for you to find yourself, 
and in finding yourself make your own indi- 



vidual contribution to a young and develop- 
ing civilization, full of hope, full of promise, 
rich with tree, creative choices. 

It is impossible in this booklet to do more 
than hint at these things. 

In a world disillusioned, maimed, and 
staggering from the catastrophe of the great 
war, California stands forth as a tremendous 
reservoirof power and productivity, of health 
and youth and hope. 



WHAT CALIFORNIANS INC. WILL DO FOR YOU 

Californians Inc. is organized with the purpose of serving without charge the tourist and pros- 
pective settler in California. It maintains a central bureau of information, adequately staffed 
to furnish authentic information as to agriculture, commerce, industry, and recreation, and will 
undertake to answer with carefully verified facts any question you may ask about California. 

^^^~^.'\LIFORNIANS INC. has connec- choices, with their respective merits fairly 
(I tions in practically every county of described. 



^.^^the state, so that impartial informa 
tion regarding any particular locality is 
promptly obtainable. Close relations are 
maintained with all the various public and 
private agencies whose work is such that they 
are in a position to serve the prospective 
settler with valuable information and advice. 

If you are a farmer, Californians Inc. will 
help you to find good land at a reasonable 
cost, and to become acquainted in the short- 
est possible time with the various basic fac- 
tors of agricultural production in California, 
where conditions may differ very consider- 
ably from what you are accustomed to else- 
where. 

If you are an industrialist, Californians 
Inc. will help you to survey the industrial 
opportunities in the state and establish your- 
self in the shortest possible time with the 
maximum advantage. 

If you are a professional man, Californians 
Inc. will put you in touch with the particu- 
lar professional groups who can best help you 
in getting settled. 

If you simply want a place to live, Cali- 
fornians Inc. will do its best to spread before 
you impartially a wide variety of possible 



If you are a tourist, Californians Inc. will 
provide you with maps, texts, introductions 
— everything that might help you to see all 
of this marvelous state with a maximum of 
comfort and pleasure. 

All this is done with the object of eliminat- 
ing waste of time and of money — waste to 
you and waste to the state, which has a very 
practical interest in seeing that new settlers 
come here properly financed and adequately 
informed concerning the basic things upon 
which their future happiness in California 
depends. 

When you come to California, you are 
invited to make the offices of this organiza- 
tion in San Francisco your headquarters. We 
shall do everything in our power to see that 
you are happily launched as a resident of 
California, with every advantage that careful 
planning and a genuine sympathetic interest 
in your welfare can give you. 
* * * 

Meanwhile, write for whatever further specific 
information you wish— regarding homes and 
living conditions, agricultural opportunities, or 
recreations and scenic attractions . Address Cali- 
fornians Inc., Headquarters, San Francisco. 



«Co- 



-G2!» 



-<-# COSMOPOLITAN SAN FRANCISCO 
©Championship golf on the Municipal Links beside the Golden Gate. @The street-corner flower-stands 
bloom twelve months in the year, and flowers are incredibly cheap, (s) San Francisco's Chinatown, the most 
fascinating foreign quarter in America. (T) Band-stand in Golden Gate Park. @A typical Sunday-afternoon 
crowd at the beach. 



CALIFORNIANS INC. 

OFFICERS 
President, K. R. Kingsbury, President, Standard Oil Company (California) 

Viee-Preddent, Colbert Coldwell, Coldwell, Cornwall &f Banker 

Vice-Preiident, L. W. Harris, Vice-President, Ames Harris Neville Company 

Vice-President, Leon G. Lew, Vice-President, Jules Levy & Brother 

Secretary, Charles K. Field, Editor, Sunset Magazine 

Treasurer, J. J. Fagan, Vice-President, Crocker National Bank 

Manager, B. M. Rastall 

DIRECTORS 

Wallace M. Alexander, President, Alexander & Baldwin 

Frank B. Anderson, President, Bank of California 

C. H. Bentley, Vice-President, California Packing Corporation 

Wigginton E. Creed, President, Pacific Gas ©" Eledric Company 

Colbert Coldwell, Coldwell, Cornwall & Banker 

Jesse Colman, President, Colman Company 

W. H. Crocker, President, Crocker National Bank 

A. B. C. Dohrmann, President, Nathan-Dohrmann Company 

Alfred L Esberg, Capitalist 

Charles K. Field, Editor, Sunset Magazine 

Herbert Fleishhacker, President, Anglo & London Paris National Bank 

L. W. Harris, Vice-President, Ames Harris Neville Company 

Chas. W. Helser, Vice-President, West Coast Life Insurance Company 

K. R. Kingsbury, President, Standard Oil Company (California) 

Frederick J. Koster, President, Koster Company 

Leon G. Levy, Vice-President, Jules Levy & Brother 

F. L. Lii'man, President, Wells Fargo Nevada National Bank 

Atholl McBean, President, Gladding, McBean iSf Company 

Walton N. Moore, President, Walton N. Moore Dry Goods Company, Inc. 

B. F. Schlesinger, General Manager, The Emporium 

Paul Shoup, Vice-President. Southern Pacific Company 



017 064 396 3 



n 



